Category Archives: Strategic Planning

Leo’s Daily Tip-Attend My Talk Tomorrow

Tomorrow at 8 a.m., I’m speaking the Union League of Philadelphia, Business Leadership Forum on the topic of “Is Your Marketing Strategy Obsolete – Reconcepting Your Marketing Plan For the New Normal”.  If you’re a member, I invite you to attend. If not, send me an email and I’ll send you a copy of my article on which the talk is based.

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Leo’s Daily Tip – Today, On Strategic Planning

A tip from my upcoming talk at the Union League of Philadelphia on “Reconcepting Your Marketing Plan For The New Normal” – Review your brand message and brand strategy to make sure it’s accurate and defined to where you want it to be, especially online.  Many overlook sharpening branding online on website and social media.

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Leo’s Daily Tip – On Strategic Planning

I’m proud to have been invited to speak at the Union League of Philadelphia, Business Leadership Forum next Wednesday morning at 8 a.m. on the topic of “Is Your Marketing Strategy Obsolete – Reconcepting Your Marketing Plan For the New Normal”.  If you’re a member, I invite you to attend. If not, send me an email and I’ll send you a copy of my article on which the talk is based.

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Leo’s Daily Tip – Today, On Marketing Strategy

For many, business is back, but often in a limited way. Identify those customers that come back first as top customers. Recognize them in some way with a bonus or discount or just a warmer welcome back.

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Leo’s Daily Tip-Today On Strategic Planning

During uncertain times like this lockdown, prudent marketing strategies should focus on a company’s best customers/clients. But as society opens up, be open minded & recognize new markets or opportunities, ones that will be worth assigning a higher priority.

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Leo’s Daily Tip – Today, On Strategic Planning

Will your cautiousness about 2020 keep the damper on your 2021 marketing? While waiting to see what happens, will the result be other more outspoken & more active competitors getting the jump on 2021 business opportunities as they are thought of first by customers? Now is the time to enhance your own thought leadership.

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Leo’s Daily Tip – Today, On Strategic Planning

Is customer service part of your marketing department? It should be if it’s not. Nothing loses customers faster than poor customer service. Also nothing has the potential to generate quick and easy add-on sales than customer service.

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Leo’s Daily Tip – Today, On Strategic Planning

Your Website’s contact should go to your organization’s top sales or marketing person (not an admin person) to make sure leads and questions are handled properly and in a timely fashion. If you don’t want to use their main email, create a dummy email that gets forwarded to their actual one for fastest, most direct follow up and results.

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Leo’s Daily Tip – Today, On Strategic Planning

Do you survey customers? Keep surveys simple, questions on track and focused on the information goal you have. Don’t get “survey greedy” and try to pop in a random question or two. When repondants sense marketing and not research, they’re more likely to drop out or provide inaccurate information.

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Leo’s Daily Tip – Today, On Strategic Planning

A great tip is to follow competitors’ marketing, but even more so, it’s  important to track how competitors are progressing in their digital marketing. Have they enhanced mobile or digital ordering? If you aren’t leading in these areas, be sure to follow the leader to prioritize making your program at least as technologically advanced.

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Leo’s Daily Tip – Today, On Strategic Planning

Many speak about the “marketing funnel” but few truly look at their sales process and define their funnel; and then review it every year. Especially now as we emerge from the pandemic, your funnel may have changed. As you plan your 2021 marketing, take a new look at your funnel and develop your plan accordingly.

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Leo’s Daily Tip-Today, On Advertising

You don’t hear as much about “explainer videos”, popular a couple of years ago, but don’t forget them because they still work well. Review your processes & products and see which ones may need a little more visual explanation to show customers how you provide solutions.

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Leo’s Daily Tip – Today, On Advertising

Many companies’ advertising campaigns are focused on attracting new customers. Often, more value can be gained from creating customer loyalty. It costs a lot less to keep a customer than attract a new one and is much more profitable.

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Leo’s Daily Tip – Today, On Strategic Planning

Make a marketing goal of building your community. Don’t simply promote, develop a long term strategy to attract potential customers and keep them connected and emotionally part of your loyal and engaged base.

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Leo’s Daily Tip – Today, On Thought Leadership Marketing

A few years ago, companies worked hard to improve the number and quality of links on their websites. Links may not be as valuable as they once were. As Google’s AI or artificial intelligence improves, content will be more important to prove that you are an expert and your message is more relevant.

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Leo’s Daily Tip – Today, On Marketing Strategy

Do a Google search for “best companies in your industry in your market”. Write down the names of the companies that appear above your company’s. Study their websites, keywords, blogs and content to see why they might be getting better results.  Hint: check out their tab content and meta tags too.

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Leo’s Daily Tip – Today, On Strategic Planning

Setting pricing is marketing, although many bean counters just take net costs plus a set percentage markup. Look at your pricing within the context of your industry. What does pricing communicate to customers/clients?  Low could communicate low quality. High could mean out of touch. Position your pricing to reinforce your brand.

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Leo’s Daily Tip – Today, On Marketing Strategy

How many of these person-to-person opportunities have you lost due to the Covid-19 era – retail browsing, B2B conferences, in-person sales calls, networking and more? How will you replace them digitally as a source of your customers gathering information, making comparisons and obtaining new ideas?

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Leo’s Daily Tip – Today, On Strategic Planning

8 ways to continue to keep in front of customers and prospects during the pandemic: 1) webinars, 2) articles in relevant media, 3) social media posts, 4) email, 5) email newsletters, 6) digital advertising on relavent industry or consumer sites, 7) blogging, 8) keeping Website up-to-date. How many do you use?

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Leo’s Daily Tip – Today, On Digital Marketing

Many people think that digital marketing is great for information sharing but that it does not close sales. Therefore, it’s relegated to a secondary medium in planning. The recent lockdown proves that digital does close sales and is often the only way sales are closed these days. It’s time for business to recognize this and elevate digital’s priority in budgeting.

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Silverman Leadership

writer, speaker and advisor on effective leadership

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